Visionist / Barrel — CPG Commerce Agency

Seamless Customization for a Luxury Eyewear Experience

Visionist is a curated luxury eyewear platform built to redefine how people discover, fit, and purchase premium frames. Barrel partnered with the Visionist team to launch the brand on Shopify Plus, creating a digital experience from the ground up that brings the in-store luxury eyewear journey online.

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Apps & integrations on this project.

The Challenge

Visionist needed to introduce a new brand while solving a complex problem: how to make luxury eyewear feel personal, guided, and trustworthy in a digital-first experience. The platform had to balance high-end storytelling with seamless prescription flows, expert guidance, and scalable systems for future growth.

After an in-depth strategy phase including customer and stakeholder interviews, we created a full brand identity system for Visionist, from name and logo to messaging and visual language. This foundation established a premium, cohesive presence and aligned the brand across every digital touchpoint from day one.

The experience bridges online shopping with real-world expertise, allowing customers to connect with trained Visionists for fit, style, and prescription support through a HIPAA-compliant lens flow.

We helped Visionist unify the in-person and online experience to connect customers directly with Opticians for guidance and appointments. Their HIPPA compliant custom lens flow seamlessly connects the patient's prescription with their new glasses.

A custom product finder guides shoppers based on face shape, preferences, and vision needs, helping them find the right frames with confidence.

We designed collection landing pages that highlight the eyewear brands Visionist carries, support discovery, and connect customers to nearby retail locations.

A flexible system of templates and modules makes it easy for the Visionist team to launch new collections, services, and campaigns as the brand grows.

We created email flows that introduce the brand, recover abandoned carts, and personalize follow-ups based on quiz results to support conversion and retention.

The Challenge

Visionist now has a digital experience that matches the care and craftsmanship of luxury eyewear. By combining personalization, expert guidance, and scalable design, the platform sets a new standard for how premium optical brands can build trust and connection online while growing for the future.